ИСТИНА

This study addresses consumers' decision-making process of online-communities participants in the Russian perfumery market by determining important criteria and exploring the role of internet-influencers. The special attention is paid to the impact of community opinion leaders, community members, and non-members reviews on consumer preferences. The purpose of the study is to understand the role of different types of internet influencers in consumers' decision-making process. A structured questionnaire was distributed among Russian-speaking perfumery focused online-communities and communities that have no strong thematic framework. The sample size of the study was 635. Statistical data analyses were conducted in order to identify consumer segments and the difference in decision-making by segments. Based on cluster analysis two segments of consumers in Russian perfumery market were identified: advanced and general consumers. The preliminary results show that is typical to the advanced consumer to use perfumes targeted to men or women audience regardless of their gender and worth the opinion of industry experts higher.